How do you get consumers to pay creators for digital, premium content? This is the questions that lead the mission at August, and continued in the back-of-my-mind.

While there is no clear solution, the more I posed that question, the more I realized that whatever the solution, it would begin with Superfans.

Superfans are the lifeblood of Creators - from musicians and filmmakers, writers and photographers, athletes and personalities - and they thrive on the experiences that bring them closer to the Creators they love.

When it comes to digital content and communication, the most personal form and intimate experience we have is iMessage (text messaging).

This simple form and experience is what we engage daily to communicate with, and share content to, our friends and family.

What would it look like if we gave Superfans and Creators an experience like this for secondary content? Furthermore, what if we made this a subscription-based experience that provided Creators a recurring revenue stream for their secondary content, and Superfans an exclusive, scarce experience that makes them feel special?

This curiousity led us to create Amplify, a subscription based messaging platform for secondary content between Creators and Superfans. Releasing Spring 2018.